September 18, 2008

Two Iconic Brands Team Up to Give Guitar Hero Fans a Finger-Lickin’ and Strummin’ Good Experience

by ssavage

LOUISVILLE, Ky., Sept. 18 /PRNewswire-FirstCall/ -- More than six decades ago, Colonel Harland Sanders rocked the world with his now famous finger-lickin' Original Recipe(R). Today, KFC is creating another original hit with a branded integration and promotional giveaways surrounding America's most anticipated video game launch.

In conjunction with the October unveiling of Activision's Guitar Hero(R) World Tour, fans nationwide will be able to register online beginning Oct. 26 for a chance to win* the ultimate gaming room, including a plasma TV, sound system, furniture, refreshment center, gaming consoles and up to 25 games.

Consumers who purchase a 32-ounce beverage at KFC will receive a limited edition Guitar Hero collector's cup and a chance to win great prizes. Additionally, KFC is working with Activision on a special promotion for KFC customers that will allow players to access secret cheat codes to unlock special features within Guitar Hero World Tour. KFC also will be featured in Guitar Hero World Tour with innovative branded cameos.

"KFC and Guitar Hero(R) share a fan base that celebrates good music and great food," said Javier Benito, executive vice president of marketing and food innovation for KFC. "We're confident chicken lovers and gaming enthusiasts will come together to enjoy our breakthrough in-game integration and amazing giveaways."

Guitar Hero, the popular series of music video games published by RedOctane, a subsidiary of Activision, is widely recognized for its use of a guitar-shaped controller to simulate the playing of music, represented on-screen by colored notes that correspond to fret buttons on the controller.

The game has fueled the growth and popularity of the video game industry that has recently seen total sales eclipse both movie and music sales. The gaming industry saw sales increase 43% from 2006 to 2007 and this spike continues as the industry approaches $20 billion in annual sales worldwide.

"Guitar Hero and KFC are two iconic brands and the chance to join forces for the launch of our new game made great business sense," said Dusty Welch, SVP, head of publishing at Activision/RedOctane. "KFC and video game fans alike will win via this innovative partnership."

The latest installment in the #1 best-selling video game franchise of 2007, Guitar Hero World Tour will transform music gaming by expanding Guitar Hero's signature guitar gameplay into a cooperative band experience that combines the most advanced wireless controllers with new revolutionary online and offline gameplay modes including Band Career and 8-player "Battle of the Bands," which allows two full bands to compete head-to-head online for the first time ever.

Guitar Hero World Tour features a slick newly redesigned guitar controller, an authentic electronic drum kit controller and a microphone, as well as an innovative Music Studio music creator that lets players compose, record, edit and share their own rock 'n' roll anthems. Music creators will also be able to share their recordings with their friends online through GHTunes(SM) where other gamers can download and play an endless supply of unique creations.

Handling the media surrounding the partnership, Mediaedge:cia, KFC's media agency of record, worked closely with both parties to develop a program based on gamer insights that would maximize value to the consumer in and around the game and generate excitement around the KFC brand.

Visit http://www.kfc.com/ for additional information on KFC and to find a store near you.

About Activision Publishing, Inc.

Headquartered in Santa Monica, California, Activision, Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision Publishing and its products can be found on the company's website, http://www.activision.com/.

About KFC

KFC Corporation, based in Louisville, Ky., is the world's most popular chicken restaurant chain specializing in Original Recipe(R), Extra Crispy(TM) and Colonel's Crispy Strips(R) with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches. There are more than 14,000 KFC outlets in more than 80 countries and territories around the world, serving some 12 million customers each day. KFC Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky. .

* "Activision Publishing, Inc. is not a sponsor of this promotion. Activision's name and logo, and/or the 'Guitar Hero' name, logo, and/or materials are used for purposes of promotion and/or prize description only and such use is not intended to suggest or imply Activision's active participation in any aspect of the design or administration of the sweepstakes, including without limitation creating the official rules and awarding prizes."